It is the widest national education programme on PetCare and Nutrition carried on in the Italian primary schools and promoted by Purina.

It has been involving 200'000 children since 2005 with the support of Teachers, Veterinarians, Dogs Trainers and also Local Institutions, and the campaign is endorsed by the National Health Ministery and the National Veterinarians Association.

This project is part of a wider PetCare education campaign Purina promotes through services and activities aimed to improve the man and pet-relationship.